Sports cars cannot be presented with just a handful of pictures of a car being raced along a road. What exactly is a sports car and how can it be presented differently? Speed is more than just blurred images. It represents both physical and spiritual power. It is a form of animal instinct which humans are also able to perceive. Speed is like a wildcat: powerful, fast, determined just like in the wild. So we decided to show off the Audi A3 in the middle of the jungle. We covered it with the artificial fur of a big cat so as to give it the image of being young and wild.

A successful mailshot is one which gets to the point, is both new and eye-catching, and creates a positive attitude towards the advertised product from the point of view of the customer. We have achieved this by giving the mailshot an extra little something. We’ve put the leaflet inside an envelope which looks and feels like the fur of a wild animal! This produced a 3.5% response rate and 70% of these people actually test drove the car. Guess what happened? The phone just didn’t stop ringing and the Head of marketing claimed our mailshot had “hit the car trade like a bombshell”.